Paddy of the Year Paddypower Campaign

Communications to promote the Paddy Power betting brand through the introduction of the ‘Paddy of the Year’ campaign. The concept is inspired by the outrageous antics and tantrums of a number of famous sports personalities. Punters are invited to bet on when they think the next big 'Paddy' will occur with an app linked to live sports matches and events. At the end of the season an awards night (in the style of 'Sports Personality of the Year') would be hosted for the 'Paddy of the Year' with the presentation of a golden dummy.